I recently went to the @Mangal2 restaurant in Dalston, with low expectations. You see, I had eaten already because I was running late to meet friends there and no one I asked for directions seemed to know the place. To add to the sense of foreboding there was also a Mangal 1 restaurant (and who doesn’t want to be in the original, rather than the spin-off).
Once in there, the food looked good and the atmosphere was buzzing, but I felt no great brand loyalty to the place, it was just another Turkish restaurant. Then someone told me to start following their Twitter Feed. It made off-the-wall, hilarious and pretty addictive viewing.
In my work I am often asked what value to put on a Fan or Follower. In this case, through their compelling Twitter Feed (which hardly pushes discounts or marketing messages at all) @Mangal2 can probably count on many more dinner visits from me, giving them out of my pocket probably £200pa I would have spent elsewhere. Now that’s clear-cut social media ROI, achieved through that now aged phrase “brand entertainment”.